Exploring the Influence of Human–Computer Interaction Experience on Tourist Loyalty in the Context of Smart Tourism: A Case Study of Suzhou Museum

TL;DR

This study examines how human-computer interaction in museums affects visitor loyalty, using Suzhou Museum as a case study.

Contribution

It introduces a model using Cognitive Appraisal Theory to explore the mediating roles of destination image and satisfaction in smart tourism.

Findings

Human-computer interaction experience significantly enhances destination image and satisfaction.

Destination image and satisfaction partially and sequentially mediate the effect on destination loyalty.

The study offers practical interactive solutions for museums in the context of smart tourism.

Abstract

As digital technology evolves rapidly, smart tourism has become a significant trend in the modernization of the industry, relying on advanced tools like big data and cloud computing to improve travelers’ experiences. Despite the growing use of human–computer interaction in museums, there remains a lack of in-depth academic investigation into its impact on visitors’ behavioral intentions regarding museum engagement. This paper employs Cognitive Appraisal Theory, considers human–computer interaction experience as the independent variable, and introduces destination image and satisfaction as mediators to examine their impact on destination loyalty. Based on a survey of 537 participants, the research shows that human–computer interaction experience has a significant positive impact on destination image, satisfaction, and loyalty. Destination image and satisfaction play a partial and sequential mediating role in this relationship. This paper explores the influence mechanism of human–computer interaction experience on destination loyalty and proposes practical interactive solutions for museums, aiming to offer insights for smart tourism research and practice.

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